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Azera Powerpoint Azera Powerpoint Presentation Transcript

  • Azera Competitive Case Study
    By Jena Silverman
  • Agenda
    • Large Car Category Marketplace
    • Azera’s Competition
    • Toyota Avalon
    • Buick Lucerne/LeSabre
    • Buick LaCrosse
    • Competitor’s Launch Overview
    • Launch/Redesign
    • Spending and Sales
    • Media Mix
    • TV, Print and OOH
    • Creative
    • Executive Summary
  • Large Car Category Marketplace
  • Large Car Category Marketplace
    Desired Features:
    Safety
    Style
    Additional Features
    Power
    Challenges:
    • Large car segment has been declining over the past 5 consecutive years because:
    • Switch to more fuel-efficient vehicle
    • Vehicle design is outdated
    • Feel of an “old person” car
    • Need for speed
    Primary Competitors
    Toyota Avalon ($32,445)
    Nissan Maxima ($30,810)
    Buick LaCrosse
    ($26,495)
    Ford Taurus
    ($25,170)
    Sources: Azera Exchange and autos.msn.com
  • 2005 Toyota Avalon
  • Avalon 2005 Launch Overview
    Launch Date: February 2005
    Base Price: $26,890
    • Toyota’s Goal: make the Avalon more powerful, more stylish, and larger
    • First introduced to the public at the North American International Auto Show in January 2005
    • Offered in four model options:
    • XL
    • Touring
    • XLS
    • Limited
    • Highlights:
    • 280 hp, 3.5L V-6 engine
    • 22 mpg city and 30 mpg highway
    • Ultra Low Emissions Vehicle rating
    Source: http://www.autonews.com/apps/pbcs.dll/article?AID=/20050117/ANA/501170752
  • Spending and Unit Sales
    Launch and Sustain Spending: $43,749,200
    (February 05-July 05)
    +
    Launch
    Sustain
    • Launched and abandoned
    • Launch spending from February to March decreased substantially by $22,258,400 and then slightly increased by $1,646,100
    • Even with a major decrease in spending from February to March, launch sales continued to increase
    • Sustain sales stayed consistent from May to July and didn’t Decrease/increase compared with launch sales
    Sources: Polk , Auto News, and Kantar
    *Includes Factory and Dealer Association
  • Toyota Dealer Association spent the most on Spot TV (19%)
    Launch and Sustain Media Mix
    February-July Total Spending*: $43,749,200
    • Network TV: $17,287,900
    • Magazines: $13,134,400
    • Spot TV: $8,019,900
    • Cable TV: $4,088,900
    • US Internet: $957,600
    • Natl Newspaper: $245,500
    • B-to-B: $15,000ota factory spent the
    most on Network TV (41%)
    February-April
    Insight: Launch had heavy factory spending in Network TV, then abandoned TV to sustain run in magazines and Spot TV (sustain spot TV had 50/50 factory and dealer spending)
    May-July
    Source: Kantar *Includes factory and association ** Dealer Association Spending
  • TV: Network and Cable
    TV Launch and Sustain Spending:$29,396,700
    Popular Networks Used:
    Toyota Avalon was integrated into Fox’s ‘24’ DVD release:
    • 10 min promo created by Toyota and the producers of ‘24’
    • Exclusive to DVD set
    • Mini movie bridges the gap between season 4 and season 5
    • A “making-of” special on the mini movie was shown on the Fox Movie Channel
    Insight: with this campaign, less news programs were used and Toyota chose to incorporate more prime time programs
    Sources: Kantar and http://adage.com/article/news/toyota-vehicles-integrated-fox-s-24/47653/
    Source: Nielsen 9/28/09-2/21/09 and 9/27/10-2/27/10 Excluding Sports
  • Print: Magazines and Sponsorships
    Print Launch and Sustain Spending: $13,379,900
    Popular Magazines Categories
    • Epicurean
    • News
    • Affluent Sports
    Glamour Magazine’s “Women Of The Year Awards”:
    • Honors women who have portrayed to readers that they are involved with the community
    • Brand campaign event
    Oprah’s “Live Your Best Life” tour
    • During launch of vehicle (brand promotional event)
    • Auto sponsor of event
    • Lauren Fix, “The Car Coach” provided safe-driving and car-care tips to women using a Toyota vehicle as an example
    • Sponsored Contest
    Insight: Target market included both men and women upscale consumers with a clear interest in business and politics but also maintain a variety of upscale hobbies
    http://www.edmunds.com/car-safety/what-are-automakers-doing-for-women-part-ii-toyota-takes-an-american-approach.html
    Sources: Kantar and
    Source: Nielsen Aggregate Avg. Rtg. 09/28/08-2/28/09 and 9/28/09-2/28/10
  • Creative: TV and Print
    • 360 holistic campaign
    • Cartoonish/fairytale feel depicted in all forms of media
    • TV creative show everyday objects coming to life such as plastic flamingos or birds made from newspaper flying past the vehicle
    • Bright colors are used throughout causing the vehicle to stand out of other commercials and ads.
    Print
    TV
    Source: Kantar
  • 2000 Toyota Avalon
  • Avalon 2000 Launch Overview
    Launch Date: November 1999
    Base Price: $25,545
    • Toyota’s Goals: design the Avalon as a more powerful, roomier, and more technologically advanced vehicle
    • Second generation of Toyota Avalon since entry in 1995
    • Two Models:
    • XL
    • XLS
    • 3.0L V6 Engine with 210 hp
    • 21 city mpg and 29 mpg highway
    Source: www.cars.com/toyota/avalon/2000
  • Spending, Sales, and Media Mix
    • Launched and abandoned
    • From November to December 1999, launch spending decreased by $5,107,500 and then increased in January 2000 by $2,215,600
    • Sales increased from January to February 2000 by 847 vehicles and stayed pretty consistent throughout the sustain of the vehicle
    Launch
    Sustain
    November- April Total Spending*: $27,550,300
    • Network TV: $11,123,200
    • Magazines: $7,804,000
    • Spot TV: $ 5,844,900
    • Cable TV: $2,280,900
    • Sunday Mags: $307,200
    • National Newspaper: $136,800
    • B-to-B: $53,300
    Source: Kantar *Includes factory and association **Dealer Association Spending
  • TV and Print Details
    TV
    Spending: $19,249,000
    Categories
    • News, Travel, and Entertainment
    Print
    Spending: $8,248,000
    Categories
    • Business, Epicurean, and Travel
    Creative
    • Not a 360 holistic campaign
    • Print creatives were not cohesive
    • Affluent theme portrayed in some print creatives promoting the new spacious interior and the higher quality materials incorporated in vehicle
    • In other creatives, the question of “sparkling or still” compares the redesigned vehicle to eating at an upscale restaurant
    Source: Kantar *TV creative could not be found for this year
  • Insights
    • From the launch before in 2000 to the launch in 2005, Toyota’s goal changed because:
    • In 2000 their focus was for consumers to perceive the Avalon as a more luxurious and upscale vehicle
    • In 2005 their focus was to portray the Avalon as a more fun and stylish vehicle
    • Both Avalon launches were launched and abandoned by Toyota
    • Spending vs Unit Sales 2005: as launch and sustain spending decreased, units sold increased. This could be a result of increased spending on Spot TV and attracting consumers on a local level.
    • Spending vs Unit Sales 2000: a consistent fluctuation of launch and sustain spending led to an continuous increase in units sold. Most of launch and sustain spending was allocated to TV instead of print which could have helped to increase sales because of the mass reach.
    • Overall, each launch and sustain appeared successful because in both launches Toyota incrementally decreased while unit sales continuously increased
    • Creatives: Print and TV
    • In 2000 Toyota decided to go with more of a luxurious and upscale theme and then in 2005, Toyota chose to portray Avalon as a more fun and whimsical vehicle
    • Avalon shifted focus on affluent males in 2000 to a campaign focused on bothwomen and men consumers in 2005
    • Sponsorship of Glamour Magazine’s “Women Of The Year Awards” and Oprah’s “Live Your Best Life Tour”
  • Buick Lucerne
  • Lucerne 2005 Launch Overview
    Launch Date: October 2005
    Base Price: $27,715
    • Buick’s Goals: offer a quieter, safer and more stylish vehicle
    • Replaces both the LeSabre and the Park Avenue
    • Four Model Options:
    • CX
    • CXL V6
    • CXL V8
    • CXS
    • Engine options:
    • 197 hp 3.8L V6
    • 275 hp 4.6L V8
    • 19 mpg city and 28 mpg highway
    http://www.autonews.com/article/20051108/SUB/511080701
  • Spending and Unit Sales
    Launch and Sustain Spending: $63,721,100
    Launch
    Sustain
    • From October to November launch spending drastically increased by $10,466,600 and continued to increase in January by $4,702,400
    • Launch sales also experienced a substantial increase when sales jumped by 2,429 units from October to December and continued to increase by 3088 in January
    • Sustain spending dramatically increased from January to February by $11,503.1 and then decreased in March by $5,854,300
    Sources: Polk and Auto News *Includes Factory and Association
  • Launch and Sustain Media Mix
    Launch and Sustain Spending: $63,721,100
    (October 2005-March 2006)
    • Cable TV: $13,050,500
    • Magazines: $10,898,400
    • Local Mags: $140,300
    • Natl Newspaper: $4,720,600
    • Newspapers: $2,945,000
    • Network TV: $24,398,300
    • Spot TV: $4,752,500
    • Syndication: $258,800
    • US Internet: $2,557,700
    October-December
    Insight: in both the launch and the sustain TV was the biggest spend
    Buick Factory spent
    the most on Network TV (38%)
    January-March
    Source: Kantar *Includes factory and association **Dealer Association Spending
  • TV
    Launch and Sustain Spending: $42,460,100
    Popular Networks Used:
    Featured on “The Apprentice: Martha Stewart” and also “Martha Stewart Living”
    *More info on OOH slide
    Insight: seems like more affluent networks such as news and leisure networks are being incorporated into this campaign
    http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678
    Source:
  • Print
    Launch and Sustain Spending: $18,704,300
    Popular Magazine Categories Used:
    Finance
    Travel and Leisure
    Golf and Cars
    Target Market: a more established consumer with a strong interest in the economy but also has other hobbies
  • Sponsorships and Events
    • “The Apprentice: Martha Stewart”: teams competed to design an in-dealership launch
    showroom display for Buick Lucerne
    • “Martha Stewart Living”: Stewart and Buick teamed up to give away a Lucerne live to an audience member
    • Lucerne VIP Premiere Nights:
    • Elements of the Lucerne VIP Premiere Nights were featured on Martha Stewart Living on December 1, 2005 which included a recreated scene from Stewart’s 20-page guide the “Perfect Party Handbook” (brought to viewers by Buick)
    http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678
    Source:
  • Creative
    • 360 holistic campaign
    • Both print and TV creatives focus on the newly redesigned interior and exterior styling of the vehicle
    • TV commercials contained basic information about the Lucerne, no real theme to the campaign
    Print
    TV
    Source: Kantar
  • Buick LeSabre 2000
  • LeSabre 2000 Launch Overview
    Launch Date: May 2000
    Price: $23,400
    Average Buyer Age: 66 Goal Age: 60
    • 3.8 L V6 engine with 205 hp
    • 19 city and 30 highway mpg
    • Two Model Options:
    • Custom
    • Limited
    • Goal: to attract younger, more family-oriented buyers
    http://www.autonews.com/article/19981123/ANA/811230711
    http://www.edmunds.com/buick/lesabre/2000/
    http://autos.msn.com/research/vip/Spec_Glance.aspx?year=2000&make=Buick&model=LeSabre&trimid=1733
  • Spending, Sales, and Media Mix
    • During this launch, spending shows that Buick launched and abandoned
    • From May to June launch spending slightly decreased by $467,800 and then decreased substantially in July
    by $9,142,200
    • This decrease in launch spending didn’t have much of an affect on sales from May to July
    • Sustain spending was pretty consistent from August to September but in October, spending increased by
    $3,214,600
    Launch
    Sustain
    Launch and Sustain Spending:
    • Cable TV: $4,607,900
    • Magazines: $1,427,400
    • Sunday Mags: $878,500
    • Natl Newspaper: $493,500
    • Newspapers: $904,000
    • Network TV: $10,171,400
    • Spot TV: $8,518,200
    • Syndication: $765,200
    Sources: Polk and Kantar *Includes Factory and Association **Dealer Association Spending
  • TV and Print Details
    TV
    Spending: $37,090,300
    Categories:
    • Niche, Leisure, and Sports
    Print
    Spending: $3,703,400
    Categories
    • Sports, News, and Leisure
    Creative
    Not a 360 holistic campaign
    Creatives aimed at a very broad target market, each one
    portraying their own theme
    Print Creatives encouraging consumers that they will gain peace
    of mind by purchasing a LeSabre vehicle
    Promoting the vehicle’s dependability by focusing on new safety features
    Source:Kantar
  • Events and Partnerships
    Partnership with Northwest Airlines:
    • Free tickets to Lucerne buyers
    • Consumers who purchase an OnStar-equipped Lucerne receive two round-trip airline tickets to anywhere in the USA, Canada or the Carribbean
    Tiger Woods made his debut as a new spokesperson on Feb. 12-13 at the Buick Invitational Golf Tournament
  • Insights
    • Buick Lucerne replaced both the LeSabre and Park Avenue models in 2005
    • Updated and redesigned version with a better price point for Buick’s target market
    • Use of Martha Stewart in the Lucerne’s 2005 campaign helped to attract an older audience, not just women but men as well
    • Integration with NBC’s Apprentice helped to reinforce this and promote the new Lucerne vehicle
    • In October of 2005, Buick only sold 285 Lucerne vehicles and then drastically increased their sales to 2724 vehicles in November
    • This could be due to a slight increase in spending and launch exposure of the vehicle
    • 2000 was a big year for Buick with the introduction of Tiger Woods as their new main spokesperson
    • This strengthened their partnership with the PGA Tour which included their Buick Open golf tournament
    • Buick is consistently focusing on an older generation of consumers (baby boomers) in 2000 but is still reinventing the vision of the brand
    • Adding new features and updating the interior and exterior styling of the vehicle
    • TV integration on the Sopranos maintains Buick’s focus on the baby boomer generation but also exposes the vehicle to other viewers who follow the program
    http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678
    Source:
  • Buick LaCrosse
  • Lacrosse 2009 Launch Overview
    Launch Date: July 2009
    Base Price: $27,835
    • 3.8L V6 engine with 200 hp
    • 17 mpg city and 28 highway
    • Three Model Options:
    • CX
    • CXL
    • Super
    • Buick’s Goals: focus on quality and long term dependability
    Source: http://www.autonews.com/article/20090622/RETAIL/306229845
  • Spending and Unit Sales
    Launch and Sustain Spending: $79,926,500
    Launch
    Sustain
    • Launch spending slowly gained momentum with an increase from July to August of $5,214,000 and an increase from August to September of $10,05,600
    • From July to August launch sales slightly decreased by 219 units and then slightly increased in September
    by 326 units
    • From the end of launch (Sept.) to the beginning of sustain (Oct.) spending increased by $5,810,100
    and then decreased in November by $9,917,100
    • Sustain sales continuously increased from October to December
    Source: Kantar *Includes Factory and Association
  • Launch and Sustain Media Mix
    July-December Spending*: $79,926,500
    • Network TV: $19,829,100
    • Cable TV: $9,570,900
    • Sunday Mags: $117,800
    • Local Mags: $129,500
    • Magazines: $24,586,600
    • Hispanic Newspapers: $67,700
    • Natl Newspapers: $3,267,800
    • Newspapers: $8,024,800
    • SLN TV: $1,909,400
    • Spot TV: $3,365,300
    • Syndication: $3,307,800
    • US Internet: $4,058,000
    • Outdoor: $1,269,500
    • Natl Spot Radio: $357,400
    • Network Radio: $64,900
    July-September
    Insight: Buick chose to spend the most on magazines for the launch and then sustain with high spending in both TV and magazines
    October-December
    Source: Kantar *Includes factory and association **Dealer Association Spending
  • TV
    Launch and Sustain Spending: $34,674,700
    Popular Networks Used:
    30 second spot “Crosswalk”
    • Involved pedestrians crossing the street and stopping to stare at the new redesigned 2009 Buick Lacrosse
    *Picture found on creative slide
    Buick Open Golf Tournament
    • Date: July 27th to August 2nd
    • Location: Grand Blanc, Michigan
    • PGA Tour coverage by the Golf Channel promotes interactive zone at the 17th hole and the newly redesigned Buick Lacrosse
    http://www.pgatour.com/2009/tournaments/r035/06/23/action/index.html
  • Print
    Launch and Sustain Spending: $36,194,200
    Popular Categories Used:
    Sports and Leisure
    News
    Ethnic
    Target Market: ethnic magazine choices show that Buick is trying to appeal to consumers of all races but still maintaining their established audience
    Source: Kantar
  • Billboards and Outdoor Events
    • Ongoing “billboard war” between Buick and Lexus sparked consumer attention in areas such as Los Angeles and San Francisco
    • Inspired feud between BMW and Audi
    • Buick Open Golf Tournament
    • No. 17 hole Lacrosse Landing interactive zone
    • Fans invited to become members to gain admission (free)
    • Get your swing analyzed by GolfTec System
    • Experience the new features of the vehicle
    • Complimentary sleeve of golf balls and exclusive access to new bleacher seating and viewing areas
    http://adage.com/article/news/marketing-buick-pokes-fun-lexus-ads/139029/
    http://www.pgatour.com/2009/tournaments/r035/06/23/action/index.html
  • Creative
    • 360 holistic campaign
    • TV commercial “Crosswalk” features pedestrians stopping in the middle a crosswalk admiring the new redesigned Buick Lacrosse
    • Print carries on that idea by stating “you be the judge” encouraging consumers to research the car a little deeper
    Print
    TV
    Source: Kantar
  • Buick Lacrosse 2005
  • Lacrosse 2005 Launch Overview
    Launch Date: April 2005
    Price: $23,495
    Target Buyer Age: 40-59
    • Replaced the Buick Regal and Buick Century
    • 20 mpg city and 29 mpg highway
    • Three Model Options:
    • CX
    • CXL
    • CXS
    • Two Engine Options:
    • 200 hp 3.8L V6 (CXS)
    • 240 hp 3.6L V6
    Source: http://www.autonews.com/article/20040209/SUB/402090795
  • Spending, Sales, and Media Mix
    • Buick launched and abandoned this model
    • From April to June launch gradually decreased which caused sales to decrease by 2.085 units in May but then increase by 4,167 in June
    • From July to August, sustain spending slightly increased then decreased causing sales to decrease by 5642 in August
    Launch
    Sustain
    Launch and Sustain Spending: $62,811,800
    (April-September)
    • Cable TV: $3,900,900
    • Magazines: $9,773,100
    • Local Mags: $62,400
    • Natl Newspapers: $4,120,900
    • Newspaper: $7,747,300
    • Hispanic Newspaper: $2,400
    • Network TV: $23,167,900
    • Spot TV: $11,344,100
    • Syndication: $1,023,200
    • US Internet: $1,619,200
    Sources: Polk and Excel Pivot Table *Includes Factory and Association
  • TV and Print Details
    TV
    Spending: $39,436,100
    Categories:
    • News, Leisure, and Sports
    Print
    Spending: $21,706,100
    Categories:
    • News, Leisure, and Sports
    Creative
    • 360 holistic campaign
    • Both print and TV aspects feature Tiger Woods as the new spokesperson
    • Luxury feel to the campaign as Tiger Woods is dressed in a suit driving the Lacrosse/posing next to the vehicle
    Sources: Kantar and YouTube
  • Insights
    • 2009 Lacrosse: “Take A Look At Me Now” tagline transforms to “The New Class Of World Class”
    • Introduced in June and then changed in September
    • Represents the Lacrosse going “upscale”
    • “A luxury sedan that legitimately competes with Lexus, Acura and BMW”
    • New target market 2009: late boomers aged 46-55 (10 years younger than current Buick buyers)
    • Slightly different target than 2005 Buick Lacrosse campaign: 40-59
    • Creatives:
    • In 2005, Buick decided to focus their campaign around their new spokesperson Tiger Woods but in 2009, they shifted their campaign focus to accentuate the redesigned features of the vehicle
    • More money spent on TV than print in 2005 but then in 2009 Buick decided to spend more money on print than TV
    • 2009: “EX your Lexus”: use of direct competitors in billboards to attract attention to Buick billboards, which received coverage by various auto blogs and advertising websites
    • Continued focus on directly competing with Lexus
    • 2005 Lacrosse compared with a well equipped Lexus ES
    • In 2005 Buick shifted it’s campaign focus to quality and long-term dependability
    • Buick ranks 2nd in long-term dependability behind Lexus
    www.welovebuicks.com/news/5-15-2005.html
    Sources: Kantar and
  • Executive Summary
  • Executive Summary
    Toyota Avalon
    Overall Campaign Goals:
    2005: make the Avalon more powerful, more stylish, and larger
    2000: design the Avalon as a more powerful, roomier, and more technologically advanced vehicle
    Buick Lucerne/Lesabre
    Overall Campaign Goals:
    2005: offer a quieter, safer and more stylish vehicle
    2000: to attract younger, more family-oriented buyers
    Buick Lacrosse
    Overall Campaign Goals:
    2009: attract a new target market that is 10 yrs younger than current target market (late boomers)
    2005: focus on quality and long term dependability
    Photos: www.bing.com/autos/research
  • Appendix
  • Insights
    • Feel of Lexus without status symbol: Toyota aiming for more of a luxury appeal
    • Promoting the high quality of Toyota vehicles
    • Vehicle embodies the luxury appeal of a Lexus without the high price
    • Toyota seems to be targeting a more youthful-boomer consumer
    • Use of established but stimulating magazines and TV programs
    • Mindset of “even though you’re a boomer, you don’t have to drive like one”
    • Toyota was executing a brand campaign while launching the 2000 Toyota Avalon to increase brand opinion while drawing attention to the newly redesigned vehicle
    • Seems like they are trying to attract more women consumers to their brand
    based on their sponsorship of Glamour Magazine’s “Women Of The Year Awards”
    and Oprah’s “Live Your Best Life tour
  • Spending and Unit Sales
    Launch Spending: $36,257,900
    Launch
    Sustain
    +
    % Change: +98%
    % Change: -79%
    • There was a 98% increase in spending from pre-launch to launch and an 79% decrease in spending for launch to sustain which shows this model was launched and abandoned
    • Launch spending from February to March decreased substantially by $22,258,400 and then slightly increased by $1,646,100
    • Even with a major decrease in spending from February to March, launch sales continued to increase
    • Sustain sales stayed consistent from May to July and didn’t Decrease/increase compared with launch sales
    Sources: Polk and Auto News
  • Spending and Unit Sales
    Launch Spending: $18,502,600
    Launch
    Sustain
    % Change: +41%
    % Change: -51%
    • Launched and abandoned
    • From November to December 1999, launch spending decreased by $5,107,500 and then increased in January 2000 by $2,215,600
    • Sales increased from January to February 2000 by 847 vehicles and stayed pretty consistent throughout the sustain of the vehicle
    *Unit sales not available for 1999
    *Sources: Polk and Auto News
  • OOH and Radio
    XM Satellite Radio announced that the 2005 Toyota Avalon were available in dealerships on May 13, 2005 during the sustain of the vehicle
    Oprah’s “Live Your Best Life” tour
    • During launch of vehicle
    • Auto sponsor of event
    • Lauren Fix, “The Car Coach” provided safe-driving and car-care tips to women using a Toyota vehicle as an example
    • Sponsored Contest: winner received their own series of life-coaching seminars
    http://www.theautochannel.com/news/2005/05/13/076229.html
    http://www.edmunds.com/car-safety/what-are-automakers-doing-for-women-part-ii-toyota-takes-an-american-approach.html
  • Buick Lucerne 2005
  • Buick LeSabre 2000
  • Launch Spending: Buick Lacrosse 2009
    Launch Spending: $28,241,700
    Launch
    Sustain
    • Launch spending slowly gained momentum with an increase from July to August of $5,214,000 and an increase from August to September of $10,05,600
    • From July to August launch sales slightly decreased by 219 units and then slightly increased in September
    by 326 units
    • From the end of launch (Sept.) to the beginning of sustain (Oct.) spending increased by $5,810,100
    and then decreased in November by $9,917,100
    • Sustain sales continuously increased from October to December
  • Buick Lacrosse 2005
  • BUICK LaSabre and Buick Lacrosse 2005
    Please use the below templates for the previous launch models of Buick LaSabre and Buick Lacross 2005…
  • Spending, Sales, and Media Mix
  • TV and Print Details
    TV
    Spending: $XX
    Place logos
    Categories
    Print
    Spending: $XX
    Place book covers
    Categories
    Creative
    Place pictures and add a caption of basic description
  • TV Spending, Networks, and Insights
    Launch TV Spending: $19,249,000
    Popular Cable Networks Used:
    Insight: seems like they are targeting a more mature audience who enjoys watching the news but also keeps up with world/celeb events
    Source: Kantar
  • Print-Toyota 2000
    Launch Print Spending: $8,248,000
    Popular Magazines Categories Used:
    Business
    Epicurean
    Travel
    Insight: target market was affluent males that enjoy leisure activities such as traveling and food tasting
    Source: Kantar
  • OOH and Promotions
    Princess Cruises:
    • Avalon vehicles displayed on some of the ships
    Hilton Hotels:
    • Teamed up with Toyota to offer perks to Rewards Program members
    www.adweek.com/news/advertising/saatchi-praises-avalon-41278
  • TV-Buick Lesabre 2000
    2000 TV Spending: $37,090,300
    Popular Networks Used:
    • TLC
    • USA
    • Golf
    • News Channels
    • HGTV
    • Bravo
    The Sopranos:
    • Vehicle was featured in episode 7 of season 4 which was titled “Watching Too Much Television”
    • Owned by New Jersey State Assemblyman Ronald Zellman who is played by guest star Peter Riegert in the episode
    • Quick glimpse of character’s license plate and Buick emblem
    http://www.imcdb.org/vehicle_26402-Buick-LeSabre-2000.html
  • Print-Buick Lesabre 2000
    2000 Print Spending: $3,703,400
    Popular Magazine Used:
    Golf World
    AARP
    O Magazine
    Sports Illustrated
    Time
    Target Market: mature consumers from both sexes that have a variety of such as sports and world news
  • TV-Buick Lacrosse 2000
    2005 TV Spending: $
    Popular Networks Used:
    • Food Network
    • ESPN
    • ABC
    • A&E
    • Discovery Channel
    • CBS
    Desperate Housewives:
    • Exclusive sponsor of AOL’s weekly recap of ABC’s hit series “Desperate Housewives”
    • Shortened versions of Buick commercials played before each recap
    • Product integration: Lacrosse featured on an episode
    • Extension of TV series sponsorship
    http://adage.com/article/news/buick/105207/
    http://trishield.com/buick-021705a-release.shtml
  • Print-Buick Lacrosse 2005
    Total Print Spending: $34,623,700
    Popular Magazines Used:
    Time
    Golf Digest
    Food Network
    Essence
    Newsweek
    Ebony
    Target Market: multi-racial audience with an interest in current events and more sophisticated hobbies